CR Smith — The Challenge:
Create a new brand platform and campaign.
Considering the following challenges.
Turn the cost of living crisis from being a barrier to becoming an opportunity.
Work across Windows, Doors and Living Spaces.
Appeal to the two target audiences. Relevant for the younger end and not alienating the older.
Work as both a brand idea and fit into a Direct Response world where Offers are key to delivering results.
The Solution:
From… To
The campaign is all about making positive changes. Showing how a home transformation can impact you and the way you feel, while highlighting benefits as solutions to purchase friction.
Our goal was to position CR Smith as the driver of this transformation and be associated with a positive change.
Outcomes & Results
‘The Difference’
Redefine the overall brand proposition and distil it into a new brand statement and strapline.
50% Traffic Increase
TV activity has driven a 50% increase in website traffic and impressive ROAS.
From… To…
A new creative platform for brand communications. Flexible to all different audience demographics, needs and seasonality.
100% Increase in Leads
Performance Marketing has driven 100% increase in leads generated.
Modular System
Develop a modular approach to TV production. To produce a high volume of flexible ads.
Behind the scenes
Project summary
Concept creation and visualisation
Storyboarding
Art Direction
TV Commercial Shoots
Literature design
Paid social and display ads
Image retouching